Playboy Enterprises Inc is in talks with potential partners to develop Playboy casinos in Macau and London, The Standard reported, citing the company's chief executive Christie Hefner.

According to the newspaper, Hefner told analysts the two markets have 'the most inherent interest' to the group.

'These are very large deals,' she was quoted as saying.

'We're doing a half-dozen big facilities in places like London and Macau.'

Playboy Enterprises currently has no casinos but a Playboy complex with a casino, nightclub, store, lounge and two-storey luxury suite will open early next year as part of a new tower at the Palms Casino Resort in Las Vegas.

Last year, the group announced a licensing agreement for a seven-storey Playboy complex in Shanghai featuring restaurants, lounges, a cabaret, disco, spa and boutique.